The X3 Force Bar was created to measure the amount of force generated by the elastic bands when used during a workout. The farther you stretch the bands, the more force is required to push and the bar can measure that for you. Dr. John Jaquish is considered the Tony Stark of the fitness industry so we wanted to portray that in this ad campaign. I was the creative director over this project and was in charge of everything from concept, scripting, and production, to directing set, editing, and ad buying.